The Bright Side

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In the current climate good news is especially welcome.

Despite the disruption of the last 12 months the Construct team have been working harder than ever to make sure existing clients have the support they need to manage disruption and plan ahead to capitalise on emerging opportunity.

During this time Construct have created new communications strategies, art directed campaigns and film shoots, created new brand identities and packaged precious products. Our clients have challenged us intellectually and creatively and together we have forged a deeper understanding of audience motivations and the dynamic of a new social and cultural landscape.

Perhaps the most exciting part of this experience has been the fulfilment of a vision Construct has held dear for more than fifteen years. A focus on quality not luxury, a focus on purpose and meaning over status and superficial values and last but not least a recognition within each of us of a desire to truly be ourselves.

As many of us explore these profound themes we also witness seismic shifts in communications, last week Bottega went ‘dark’ on social media, echoing the unease many brands have felt at the disproportionate power these platforms are having on the way they communicate and the relationships they have with their consumers. Bottega is bold but the strength of their brand means they can define how and where they engage with their audience away from the commercial manipulation of social media. Many other brands are questioning their return to physical spaces and the way in which they prioritse digital platforms. The rules are changing, now is the time to be bold and take a lead, to confidently double down on brand, authentic values and celebration of best in class product, service and experience. Creativity is key as customers lean in more closely to listen to brands with the bravery to re-invent connection.

A blast from the past...

15 years ago we wrote a piece about the future of luxury for Luxury Briefing and Sublime magazine. As we explore our vision for the next 15 years we have revisited our past predictions and thought you might enjoy a re-read with the benefit of hindsight.

Read the full article

Luxury Briefing


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Expect The Unexpected – Service

Construct created and art directed the Expect The Unexpected campaign for The Carlton Tower, Jumeirah’s London Flagship hotel.

This campaign started its life as a sketch and took months of development, perseverance and an extraordinary team to come to life. This story, one of 8 stories told throughout the campaign, focuses on the exceptional service offering at the hotel – conjuring up a dreamlike world of incredible hospitality and service where boundaries between dreams and reality and blurred and emotions are brought to life in an incredibly surreal visual narrative.

The campaign required a complex set build which included the constructing of a mini Carlton Tower. The campaign also features parcels wrapped in The Carlton Tower’s unique Frink pattern created as part of the brand palette, copious pastries, fresh berries, piles of pancakes, multiple hand models and endless champagne.

On our Instagram you'll find a snapshot of our BTS video from the shoot, which showcases the craft and passion behind the campaign. In the video you’ll see a snippet of the team that worked on the set, from props, hair and makeup, stylists, models, to photography and film, set building, production, cake baking, plant sourcing and you will also be able to hear our bespoke soundtrack created specifically for the campaign.

Inspired by the magic created with large oversized figures and small props, a dreamlike colourspace and exciting and intriguing action within this set scape - this shoot is all about Expect The Unexpected.

With warm thanks to

Jumeirah Hotels and Resorts

Creative concept – Construct
Art direction – Construct

And credit to our wonderful extended project team:

Photographer – Sandra Freij
Hair and makeup – Jo Gillingwater
Set – Helen MacIntyre
Stylist – Miranda Almond
Models – Bianca O'Brien and Silke Hajunga
One Represents
The Hive
The Production Factory
Sarah Laird & Good Company

Construct + The Goring

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The Goring

At the beginning of the year, we started to work with the fabulous Goring to bring their brand to life. London's last remaining family-owned luxury hotel. Crafted over a century by one family, The Goring is the genuine article - a grand hotel with impeccable manners and a subtle streak of wit and wonder. Inspired by the heritage and spirit of this very special family-owned hotel where unexpected details are hidden in the most surprising places…

And warmth and welcome are evident in every detail we have crafted a subtle refinement of the Goring crest and logotype and developed a brand palette to harness the rich aesthetic of this singular Hotel.

But why the sheep? A very good question! The Goring sheep have become as iconic as the hotel itself. Here is a little history on how they came to be...

Guests used to remark to the late George Goring that they did not feel as if they were in London when they stayed at The Goring, but rather it had the peace and calm of a country hotel – due to the beautiful garden and the very quiet location in Belgravia. So one day, when he was driving through Somerset, Mr Goring came across the workshop of a lady who made the most engaging wooden sheep with real sheepskin fur. He bought one and took it back to The Goring, as he thought it really brought the country feel of the hotel to life. The guests loved it – and he subsequently commissioned her to make more and more. When guests visit The Goring today, they will be able to see some of these famous sheep dotted about the hotel and on each bed, ready to welcome guests to The Goring.

A brand identity created to reflect the vibrant, idiosyncratic, familiar and fabulous spirit with rich colours, playful details and crafted elegance. We can’t wait to see more of the items we have created with our friends at The Goring appearing around the Hotel over the next few months.

Each element designed to blend perfectly with the established character of the Goring and stand the test of time while standing out from the crowd.

With warm thanks to

The Goring
Pineapple Hotels